When Western Digital asked us to help them launch their new SSD, we said yes. Then asked two questions: What does it really do? And who really benefits?

To the rest of us, a hard drive is a hard drive is a hard drive. But to elite gamers, a WD solid state drive is the fine line between winning and losing.

Knowing that gamers live in their world, not ours, and see straight through branded content, we built an entire gaming universe from scratch. Creating characters and scenarios that enabled a hard drive company to meet gamers on their level.